"It is not sufficiently recognized - especially by the critics of advertising - that romance in its broad sense is the most wanted product in the world."
-- James Webb Young, quoted in How to Write a Good Advertisement by Victor Schwab
This is so important, and many copywriters think there is no romance -- in selling tractors, or office machinery, or scientific measuring devices, or software.
But those copywriters are wrong. Listen to what Vic Schwab has to say:
"Some products are literally bursting with romantic and emotional connotations. Then it is wiser to stress the glamorous ideas assocated with them - to feature the fancies and subordinate the facts, using the latter only to buttress the copy when and if necessary."
Remember, "romance" doesn't just mean "love." Or "sex." It means fantasy of all type... excitement, danger, bliss, victory, dreams come true.
Believably (and legitimately) draw the connection between what you're writing copy about and this broad definition of romance, and watch your banker and your accountant get very lovey-dovey with you.
Producer of the romantic Breakthrough Copywriting seminar... in the broad sense, of course